PARIS — Helena Rubinstein’s battle against wrinkles continues. With its new treatment line called Expressionist with B-Neutrox, thirtysomethings — a demographic until now not addressed by the L’Oréal-owned brand in the antiwrinkle category — are targeted.

"This is the first time we are specifically addressing wrinkles caused by facial expressions," which start appearing in a person’s 30s, explained Philippe Villemus, international general manager for the brand, of Helena Rubinstein’s biggest launch next year, which will take place globally in March.

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